Assignment On:

video case 1.1 Burke: learning and growing through

marketing research

Course Title:
Marketing Research

Submitted By:
Name: Israt jahan nahen
ID: 181011001
Pogram: BBA
Batch:15

Submitted To
Mohammad Abul Kashem
Chairman Department of Marketing
Feni University,Feni.
 CASE SOLUTION
Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
Summary

Baskin-Robbin
1. Baskin-Robbins Brand Officer Ken Kimmel felt it was
important to conduct this study because : because the frozen-
food retailing industry had become more hostile to Baskin-
Robbins in recent years. A few entrants such as Cold Stone
Creamery and others had popularized the in-store experience.
Cold Stone Creamery’s sales were now almost 75 percent of
Baskin-Robbins’ sales. The contest has changed since the mid-
1980s’. Customers are more demanding about the hospitality
experience. They earn more money and they can buy
comparable ice creams to Baskin-Robbins in grocery stores
now.
2. The main purpose of the Baskin-Robbins study was: to
decide whether or not they should change their logo to gain a
competitive advantage. They are also using this study to find
out the implications of a change of logo, and a change in the
way the stores are designed because giving a new look to all
the baskin-robbins frsanchise store was not that easy
3. The key questions the Baskin-Robbins brand team is
addressing are:there are four main question:
First: since Baskin-Robbins is moving to redesign their
stores,should they create a new logo to show that Baskin-
Robbins is changing?
Secound:if the logo is changed to something new, would the
customers be happy with thenew logo change and the
redesigned store?
Third: whether or not the brandteam has missed anything in
the process of developing the statement of the research
problem for the market study?
Fourth: whether or not Baskin Robbins shouldconsider any
other logos for the market study
4. The methods used by Kimmel and his team to identify the
marketing research problem were:Because management
wants to make a change to the logo only if it is absolutely
necessary, theyfeel that they should study their customers’
attitudes toward the old logo and toward the newlogo after
showing them the drawings of the redesigned stores
5. The most important understanding about Baskin-Robbins
as an organization that led the firm to consider a new logo as
part of problem definition was: The organization feels that a
new look, a new menu, and a new strategy focused on
delivering“irresistible treats, smiles, and fun” in an accessible
way and at a reasonable price could checkthe momentum rival
brands have developed by focusing on a high-end, in-store
experience
6. The series of marketing research problem statements can
be put into context by comparing each to: his can be captured
by measuring customer’s attitudes toward the old logo and
toward the new logo,after showing them the drawings of the
redesigned stores. Only then can they explain
whethercustomers prefer the new logo 2:1 over the old logo
7. The main inferences/conclusions in this case pertaining to
problem definition are: Many questions revolved around the
following: Were they focused upon the right issue now?
Shouldthey continue to consider other logos for such a study?
Should they just go ahead with the new logobecause focus
group participants had liked the new logo and the senior
executives had, as well? Whatshould they do?
8. If we take this line of reasoning seriously, the implications
for many other firms seeking to define the marketing research
problem related to rebranding are: By using this same type of
study and surveying customers, then they will be able to get a
betterjustification of customer preference and will be able to
use this same type of approach with othercompanies